By now most businesses realize that just having a website is not enough. Those with a little more insight realize that having a pretty website doesn't even really matter until you have the one most important ingredient of success online. That vital ingredient is targeted traffic.
A multibillion-dollar industry has sprung up around the concept of providing websites with the traffic and exposure they need in order to succeed. If you haven't figured it out yet, most of these companies are a complete rip-off. Some of them are good at what they do, but by no means should you just produce a blank check and then hope for results when working with companies that are promising traffic and eyeballs to your website.
Understanding a few basics will help you stand out online on your own, or make you much better equipped and prepared when hiring others to help you with your online presence.